{"id":158,"date":"2018-06-26T00:00:04","date_gmt":"2018-06-26T04:00:04","guid":{"rendered":"\/newsroom\/at-wework-williamsburg-ripple-effect-benefits-nearby-businesses\/"},"modified":"2020-04-03T15:33:29","modified_gmt":"2020-04-03T19:33:29","slug":"at-wework-williamsburg-ripple-effect-benefits-nearby-businesses","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/workspace-solutions\/at-wework-williamsburg-ripple-effect-benefits-nearby-businesses","title":{"rendered":"At WeWork Williamsburg, \u2018ripple effect\u2019 benefits nearby businesses"},"content":{"rendered":"

Williamsburg restaurateur Todd Enany is multitasking. Sitting at a cozy corner table at the restaurant Sunday in Brooklyn, he\u2019s simultaneously discussing a catering job, keeping an eye on the kitchen, and feeding his one-year-old son, Arlo.<\/p>\n

Enany is also deep in discussion with Natalie Williams, community manager at WeWork Williamsburg<\/a>. She suggests that his restaurant cater an event for the largest company in her building.<\/p>\n

\u201cEvery time we do an event with WeWork, we see a boost in our sales,\u201d Enany says, mentioning how his team brought in finger food for a recent holiday party at WeWork.<\/p>\n

On this fairly typical weekday afternoon, at least two of the tables in the downstairs dining room are occupied by customer from WeWork, located several blocks away. At the far table a man is entertaining two clients, Williams notes, while a couple of seats away a woman is discussing her upcoming record release.<\/p>\n

But can Enany quantify the effect that the proximity of WeWork has had on his business?<\/p>\n

\u201cMy guess would be that 10 to 15 percent of our guests\u2014dine in and take out\u2014are WeWork members,\u201d he says.<\/p>\n\n\n

\"Ripple<\/figure>\n\n\n

A recent economic impact report commissioned by WeWork shows that member businesses in New York generate $16.7 billion in spending each year, accounting for a huge chunk of the city\u2019s economy. Much of that \u201cripple effect\u201d goes back into the local communities.<\/p>\n

Take WeWork Williamsburg, for example. On the second floor of a brick building with floor-to-ceiling industrial windows, WeWork Williamsburg has 575 desks. It\u2019s not the largest of WeWork\u2019s New York locations\u2014consider WeWork 79 Madison Avenue<\/a>\u2019s 2,733 desks, or WeWork 85 Broad Street<\/a>\u2019s 3,940 desks\u2014but it has an outsized impact on its community.<\/p>\n

Williams says that\u2019s because 70 percent of the members at WeWork Williamsburg live and work in the neighborhood. Many of them live within a five-block radius.<\/p>\n

\u201cYou really see people getting behind local businesses in a way that\u2019s personal,\u201d says Williams. A transplant from Nashville, she has an easygoing manner that draws people out of their shells. Anyone who chats with her for five minutes will know half the building.<\/p>\n

When WeWork Williamsburg opened at 134 North 4th Street in early 2016, this section of Brooklyn was attracting more shops and restaurants. A lot of small businesses were moving in along 4th Street and adjacent Bedford Avenue. As they established themselves, the hundreds of members at WeWork Williamsburg were crucial to their survival.<\/p>\n

This was certainly the case with Glaze<\/a>, a sleek storefront restaurant focusing on Pacific Northwest-style dishes like teriyaki chicken and salmon, charred pork ribs, and crispy dumplings. Glaze sits at 145 North 4th Street, less than a block from WeWork.<\/p>\n

Founder Paul Krug, who supervised construction of the restaurant from an office at WeWork Williamsburg, says he appreciated the support from the WeWork community when they opened in early 2017.<\/p>\n

\u201cBeing near WeWork was definitely a boost when we first opened and provided a steady stream in the early days,\u201d says Krug. \u201cWe really appreciated WeWork bringing us in for catering jobs and helping spread the word around the office about our opening.\u201d<\/p>\n

It wasn\u2019t hard to convince people to stop by for lunch or dinner at Glaze. Williams says that other members at WeWork were anxious to see one of their own succeed.<\/p>\n

\u201cBecause he was a WeWork member, people had seen him in the hallways all the time,\u201d says Williams. \u201cHe was already their neighbor.\u201d<\/p>\n

Krug adds that when his restaurant was applying for a liquor license, the WeWork staff invited him in to gather the necessary signatures. Many members were frequent customers, so they signed the petition.<\/p>\n

\u201cFrom a startup perspective, there are so many ways that WeWork has helped us,\u201d says Krug. \u201cAnd it led to other business opportunities for us as well.\u201d<\/p>\n

Now it\u2019s more than a year since Glaze opened the doors to its Williamsburg location. Does being close to WeWork still have an impact on his business? Krug double-checks the number of reward cards redeemed from local businesses with his general manager.<\/p>\n

\u201cWeWork continues to be extremely important for us,\u201d says Krug. \u201cIt\u2019s fair to say around 15 percent of our weekday lunch business is from WeWork.\u201d<\/p>\n

Boost in business<\/h2>\n

Other business owners echo Krug\u2019s sentiments. At Blue Bottle<\/a>, a cafe across the street from WeWork, store manager ERic Pescador says he regularly sees WeWork members having meetings there on weekdays.<\/p>\n

\u201cI\u2019d say that definitely 5 percent of our total business comes from WeWork,\u201d says Pescador. \u201cBeing near WeWork has increased our traffic Monday to Friday.\u201d<\/p>\n

Charlie Bournis, who also had space at WeWork while he was opening his business services store Office 11211<\/a>, says WeWork members have always made up a \u201cgood amount\u201d of his customers.<\/p>\n

\u201cPeople come in for all sorts of things,\u201d says Bournis, leaning back again the rows of aluminum mailboxes that support the front counter in his shop. \u201cIt\u2019s everything from a couple of stamps to big shipments of promotional items.\u201d<\/p>\n

A few doors away at Soap Cherie<\/a>, an artisanal bath products shop where delectable looking soaps shaped like cupcakes are stacked in the front window, there\u2019s also a supply of shoppers from WeWork.<\/p>\n

\u201cWe do have a lot of customers from WeWork,\u201d says co-founder Limor Abramov. \u201cThe staff there is always sending people our way.\u201d<\/p>\n

Abramov says she has set up a pop-up shop at WeWork to introduce members to its products. So have Sweatshop<\/a> (a popular coffee shop a few blocks away), Fawen<\/a> (a packaged soup company), Blunt Umbrellas<\/a> (eco-friendly raingear), and Bushwick Tea<\/a> (blended teas packed in Brooklyn).<\/p>\n

\u201cWhen a new business moved into the neighborhood, we encourage them to come in and do a demo or a tasting,\u201d says Williams. \u201cThat way they can have that face-to-face moment where they can really connect with the community.\u201d<\/p>\n

A reverse ripple effect<\/h2>\n

But the economic ripple effect doesn\u2019t just flow outward to businesses near WeWork. Many of those same businesses also patronize WeWork-based business, so the positive effect comes back to WeWork members\u2014sort of a reverse ripple effect.<\/p>\n

Kendra Borowski, vice president of RVD Communications<\/a>, says that the PR company focusing on lifestyle brands represents a lot of restaurants in the area. She says 18 percent of the company\u2019s clients are nearby in Williamsburg or Greenpoint.<\/p>\n

\u201cWe\u2019ve moved into social media and brand partnerships, but our bread and butter is still public relations,\u201d says Borowski. \u201cThe industry has changed rapidly in the past 10 years, and we can help restaurants predict changes and stay ahead of the curve.\u201d<\/p>\n

One way they\u2019ve done this is to encourage their clients to do tastings and other events at WeWork Williamsburg.<\/p>\n

\u201cWe find it\u2019s a really receptive audience,\u201d says Borowski. \u201cYou get the owner there answering questions from people. It\u2019s a great way to make people feel connected to your company.\u201d<\/p>\n

Since moving into WeWork Williamsburg, RVD has grown into a 20-person operation. They\u2019ve taken a sunny suite at the corner of the building, along with several other smaller offices.<\/p>\n

RVD works with many clients in the neighborhood. Places like Barano (an Italian restaurant) and Harvey (an intimate eatery in the Williamsburg Hotel) have hosted happy hours for WeWork members.<\/p>\n

\u201cIt varies by the venue, but they usually put out a little food and offer everyone a free drink when they walk in the door,\u201d says Borowski. \u201cOnce you get people in the door, they usually come back.\u201d<\/p>\n

That\u2019s exactly what happened with Sunday in Brooklyn, which sponsored a happy hour for WeWork members soon after it opened in late 2016. Since then, Williams says she hasn\u2019t walked in the door without seeing others from WeWork Williamsburg.<\/p>\n

\u201cBeing at WeWork Williamsburg for so long, the area feels like a small town to me,\u201d says Williams. \u201cEveryone is so eager to support each other. That\u2019s why it\u2019s such a great community.\u201d<\/p>","protected":false},"excerpt":{"rendered":"

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